Play (H264 - MPEG4 - AVC) live stream in browser

I want to create a webpage with a video player that can play a (H264 - MPEG4 - AVC) live stream and the URL of streaming video doesn't include format in the end of URL. Example "https://ift.tt/3iEkPPF". I can't find any web player that can do that.

I read that JWPlayer is capable of doing that, but only in the paid version.

The stream can be played in VLC and any other players.

What can I do? I tried using ffmpeg to convert the stream to something more useful, but no success.